Marketing directing

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Assessment 1 Part A – Written or Oral Questions


You are the Marketing Manager for McBurger King in the Sutherland Shire area. Sales have slowed while competitor’s sales have remained steady or increased. Your manager has asked you to collect data to determine the reason for the fall in sales.

  1. 3 marksExplain the reasons why it is necessary to collect data.

Data collection relates to the measured approach of assembling and assessing information from various quarters in creating an accurate image on a targeted area of interest. The customers determine how McBurger and its competitors perform, understanding the customers is critical for profitability. Data collection helps the firm to identify preferences, tastes and other market variables whose implementation would attract customers to the enterprise. Monitoring the competition is also imperative, in understanding and countering of the factors drawing customers to the competition (Wilson 23). The data collected for the purposes of this research, therefore, seek the representation of facts, enabling researchers in the discovery of plausible solutions to problems, as well providing insight into future operations.

  1. 3 marksWhat are your data requirements?

Required data includes responses gathered from prospective customers on their ideal shopping experience. Further, observation of trends in better performing competitor premises gives an insight on the direction the business needs to take to match or surpass the competition. Ideal data for this exercise is qualitative, where the researchers gather information on the preferred shopping experiences for the customers, aiding in the customization of the store to suit customer preferences.

  1. 3 marksWhat database system would you use? What are the reasons for your choice?

The Relational Database Management Systems would best suit this exercise, where the data is stored in the form of tables. A major advantage of this system is its ability to relate data with other data within the same table, or in another table within the systems. Connections between the data offer insight into the field which the research reports. Further, the Relational Database Management System enables efficient storage of data by avoiding duplication, while presenting efficiency in the modification of details (Wilson 59). Division of data into tables also enhances its security, where sensitive folders and tables are marked ‘confidential’, and their access thus limited. A relational database management system also allows for the execution of complex queries, where the programmer is enabled to insert, update, create or even delete records from the system during the course of research. The simplicity for data manipulation within the system powers efficiency during the research period, where a change in variable easily reflects in the system.

  1. 3 marksWhat methods would you use to collect data?

Most of the required data for the exercise if qualitative, validating the emphasis on qualitative methods of data collection. Ethnography would be of great service to the needs of the organization, where a portrait of the community tailors the organization to specific cultural orientation. Ethnographic studies are intensive, and incorporate both formal and informal interviews, observations as well as participative observation through action research. Assembly of focus groups for research purposes also serves as a valid method of collecting data, where clients rank into homogenous groups based on their shopping habits. Understanding the recurrent issues raised by such focus groups provides insight on possible improvements possible for the business in serving its customers better.

  1. 4 marksHow would you store data, keeping in mind legal and ethical requirements?

Data gathered from the research should be stored in a durable and referenced form, such as the company’s archive databases. The time the system holds the data must be sufficient for referencing purposes as well as access for research purposes, standard minimum time to hold data is five years. The institution responsible for the generation of the data is responsible for its safekeeping, and they must sign a form on the location of data, tying the data’s responsibility to the organization. Finally, the anonymity of the respondents is critical, where elimination of all identifying information is necessary. Such information includes names, geo-tagging or other inferences that may tie the data back to the respondent. While data sharing for research purposes is an established custom, movement of data from the primary research to secondary handlers should follow established protocols, given the variability of legislation, especially on privacy.

  1. 4 marks “do not mail” register?,”How would you check potential respondents against “do not call

The government maintains a public ‘Do Not Mail’ and ‘Do Not Call’ registry on a free access basis. Anyone is free to add their details to the register, as well as check the presence of their name on the register. Corporate organizations are free as well to check against potential respondents in their campaigns. Outsourcing the exercise, however, affords the organization the benefit of having this task executed for them (Churchill 153).

Assessment 1 Part B – Written Assessment

  1. Download and open the file Microsoft Excel spreadsheet “Assess1.xls” 5 marks




Using MS Office Excel 2003

  1. Select all the rows, including the column headers, in the list; you want to filter.

  2. On the Data menu, point to Filter, and then click Advanced Filter.

  3. In the Advanced Filter dialog box, click Filter the list, in-place.

  4. Select the Unique records only check box, and then click OK.

  5. The filtered list is displayed, and the duplicate rows are hidden.

Using MS Office Excel 2007

  1. Select all the rows, including the column headers, in the list; you want to filter.

  2. Click on the Data tab, click Advanced Filter.

  3. In the Advanced Filter dialog box, click Filter the list, in-place.

  4. Select the Unique records only check box, and then click OK.

  5. The filtered list is displayed, and the duplicate rows are hidden.

  6. Update the following details:

  7. Update the last name of C001 from Jone$ to Jones

  8. Update the first name of C006 from Kev to Kevin

  9. Update the first name of C008 from Angie to Angelina

  10. Update the first name of C0012 from Bradd to Brad

  11. Delete duplicate record C001

After finishing copy and paste modified spreadsheet in here.





  1. Do you think the data could be enhanced by outsourcing to third party sources? Why?

Outsourcing the data to third party sources can contribute to its enhancement for a variety of reasons. Specialization allows the vendors to whom the survey task is assigned to complete it with swiftness as well as expertise. Further, the business reduces the operational and recruitment costs for the business, while not compromising on the quality of the envisaged results. The company gets to enjoy advanced technology as well as a diverse talent pool through outsourcing data services (Churchill 211). Given the frequency that established firms, have to publish market research findings, outsourcing ensures that the company focuses its resources towards core activities, while not compromising on the quality of market research outsourced to third parties.

Works Cited

Churchill, Gilbert A., and Dawn Iacobucci. «Marketing research: methodological foundations.» (2010).

Wilson, Alan M. Marketing Research: An Integrated Approach. Harlow, England: Financial Times/Prentice Hall, 2011. Print.